Deere pulls out of Agritechnica

John Deere has announced its withdrawal from the Agritechnica trade fair this year, to be held in Hannover, Germany, in November.

Agritechnica is the world’s largest agricultural trade fair that takes place every two years and is usually held over one full week. The 2021 show was scheduled to run from November 14 to 20.

Traditionally, John Deere has a massive presence at the show, being one of the leading farm machinery manufacturers in the world. The company’s stand is arguably one of the most elaborate ones at the fair, complete with beer gardens for evening drinks and its very own information counter.

However, due to the ongoing pandemic, John Deere has decided to pull out of the 2021 show following lengthy discussions with its German dealers.

“Despite numerous controlling measures, such as business restrictions, lockdowns and event cancellations, the pandemic has not yet been sustainably brought under control,” said John Deere Vice President Sales & Marketing for Europe and the CIS, Alejandro Sáyago.

“The future remains uncertain with virus mutations and the slow progress of vaccination. As such an adequate protection of world’s population cannot yet be ensured, which would be an essential prerequisite for participation in an international trade fair.”

He added due to the current COVID-19 circumstances and the uncertain future, John Deere is not confident that all attendees’ safety can be well looked after.

“We regret this decision, but we can already assure all stakeholders that John Deere is committed to support future Ag trade shows,” said John Deere Marketing Director for Europe and the CIS, Andreas Jess.

Instead of trade events, John Deere will focus its money and efforts on helping the medical community learn more about COVID-19 in order to get the pandemic under control. The company is pledging 250,000 Euros to the Medical University of Hanover, Germany, to help with its COVID-19 research. An additional 50,000 Euros will go to the DLG (German Agricultural Society) to support young agricultural academics.